Principles of MarketingPrentice Hall, 1989 - 661 sayfa Abstract: This book presents information on a comprehensive range of marketing topics for the beginning marketing student. The text takes a practical, managerial approach to marketing and provides examples and applications of marketing decisions that managers must make when they are balancing their organization's objectives and resources against needs and opportunities in the marketplace. Topics include: the social foundations of marketing, analyzing market opportunities, selecting target markets, developing the market mix, managing the marketing effort, and extending marketing. |
İçindekiler
PART | 3 |
THE GOALS OF THE MARKETING SYSTEM | 17 |
SERVICES MARKETING | 22 |
Telif Hakkı | |
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Advertising Age affect agencies attract brand name Business Week buyer decision process buyers buying center buying decision camera company's competition competitors concept consumers costs customers dealers demand department stores develop discount distribution channels evaluate example factors Figure firms Food Lion forecast groups identify important increase industrial market influence inventory Jennifer K mart major manufacturers market segments market share MARKETING HIGHLIGHT Marketing Management marketing mix marketing research marketing strategy McDonald's merchandise middlemen million needs NutraSweet objectives offer organization organizational packaging percent personal computers position potential problem Procter & Gamble product ideas product line profits purchase resellers retailers Revlon role Saab sales promotion salesforce salespeople salesperson Sears seller selling soup stage style sumer supermarket suppliers target market test markets tion types users wholesalers